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The Decision‐Making Process of Film Festival Participation: Developing a Value Co‐Creation Attitude Scale and Its Application to BIFAN

Juhee Lee & Do‐Young Chang

International Journal of Tourism Research2026https://doi.org/10.1002/jtr.70317article
AJG 2ABDC A
Weight
0.50

Abstract

As co‐creation gains importance in tourism, this study focuses on value co‐creation attitude (VCCA), comprising interaction, knowledge‐sharing, and responsive attitudes. Existing VCCA scales, developed mainly in business contexts, are limited in explaining festival settings. To address this, a two‐stage study was conducted. First, Q methodology was used to develop a festival‐specific VCCA scale. Second, the effect of perceived value of the Bucheon International Fantastic Film Festival (BIFAN) on VCCA and participation behavior was analyzed. Data were collected during the 27th BIFAN (June 29–July 9, 2023), yielding 288 responses. Results showed perceived value positively influenced interaction, knowledge‐sharing, cultural enjoyment, mutual growth, and publicness attitudes. Knowledge‐sharing, mutual growth, and publicness attitudes significantly affected participation behavior. This study contributes by establishing and validating a VCCA scale tailored to festivals and applying the value–attitude–behavior (VAB) model. Practical insights are offered for strategic festival planning and enhancing citizen participation.

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https://doi.org/https://doi.org/10.1002/jtr.70317

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@article{juhee2026,
  title        = {{The Decision‐Making Process of Film Festival Participation: Developing a Value Co‐Creation Attitude Scale and Its Application to BIFAN}},
  author       = {Juhee Lee & Do‐Young Chang},
  journal      = {International Journal of Tourism Research},
  year         = {2026},
  doi          = {https://doi.org/https://doi.org/10.1002/jtr.70317},
}

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Evidence weight

0.50

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.50 × 0.4 = 0.20
M · momentum0.50 × 0.15 = 0.07
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

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